服装品牌CRM积分优化研究与实践

发布时间：2019-03-23 15:33

【摘要】：在e时代和全球经济的形式的背景下，服装零售业中品牌竞争愈演愈烈无论是什么市场目标，从低价品牌到奢侈品牌，国外品牌无一例外地加入了对中国市场的抢占因此，服装品牌企业都纷纷都绞尽脑汁的想尽各种办法来赢得市场，其中就有很多服装品牌就使用积分获取市场份额然而消费者价值观逐渐从理性消费阶段到感觉消费阶段到感情消费阶段如今到精神消费的第四个阶段，，传统的积分营销已经逐渐开始疲软，失去了竞争优势，本文从积分渠道和营销模式及回馈形式来阐述如何进行积分优化重新获得竞争力通过对积分和CRM理论研究为营销优化做好夯实的理论基础；深入剖析积分营销的案例，在此基础上对服装品牌公司的积分营销做具体的解析；从对客户进行细分和客户生命周期的理解挖掘CRM数据，分析影响积分营销的因素及对策略的研究通过上述内容的梳理及分析，将理论应用至A服装品牌公司的积分优化项目中首先对A公司运营及其CRM部进行深入的SWOT分析；通过对定位及品牌的理解，阐述A公司CRM存在定位错误同时，制定了清晰的CRM定位及其目标为了更好的了解客户对积分的价值需求，笔者应用联合分析法进行问卷调研，以积分数为界限将客户分为3类，通过效用值的计算，分析A品牌公司客户对积分营销中属性水平的感知价值，合理策划积分营销满足不同客户的需求最后总结了积分优化的渠道营销模式回馈形式及优化步骤，基于A公司是国内知名女装品牌，这样的营销方式在其他服装界应该同样适用
[Abstract]:Under the background of e-era and the form of global economy, no matter what market target the brand competition is in clothing retailing, from low-price brand to luxury brand, foreign brands have joined the preoccupation of Chinese market without exception. Clothing brand enterprises have tried their best to win the market. Among them, many clothing brands use points to gain market share. However, consumer values gradually change from rational consumption stage to feeling consumption stage to emotional consumption stage now to the fourth stage of spiritual consumption. The traditional point marketing has gradually begun to weaken, losing its competitive advantage, This paper expounds how to gain the competitive power by integral optimization from the point channel, marketing mode and feedback form. Through the research of integral and CRM theory, this paper lays a solid theoretical foundation for marketing optimization. In-depth analysis of the case of integral marketing, on this basis, the clothing brand companies to do a specific analysis of integral marketing; Mining CRM data from the understanding of customer segmentation and customer life cycle, analyzing the factors that affect integral marketing and the research of strategy through combing and analyzing the above contents. The theory is applied to the integral optimization project of A clothing brand company. Firstly, the operation of A Company and its CRM department are analyzed by SWOT. Through the understanding of positioning and brand, this paper expounds that there are positioning errors in CRM of Company A, at the same time, it formulates a clear positioning of CRM and its objectives. In order to better understand the value needs of customers for points, the author applies the method of joint analysis to carry on the questionnaire survey. The customers are divided into three categories according to the product score. Through the calculation of utility value, this paper analyzes the perceived value of the customers of brand A company to the level of attributes in integral marketing. Reasonable planning of integral marketing to meet the needs of different customers. Finally, this paper summarizes the feedback form and optimization steps of the channel marketing mode of integral optimization. Based on the fact that A Company is a well-known domestic women's wear brand, this marketing method should be equally applicable in other clothing circles.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.86

【共引文献】